Lots of waves for nothing.
The Oscars won't override Andrea Riseborough's Best Actress nomination.
And this, despite the unorthodox promotional campaign that propelled the Briton into the race for statuettes for
To Lerslie,
a film that remained in theaters for a handful of days and was completely ignored by the public.
Thanks to a canvassing with her famous actor friends, the 41-year-old actress, seen in the series
ZeroZeroZero
and the biopic of Madonna on Wallis Simpson
WE
., has capped the post of sizes, like Viola Davis, yet supported by studios and specialist consultants who have spent hundreds of thousands of dollars on billboards, screenings and private dinners.
Not to mention the numerous interviews given to the media.
None of the precursor ceremonies of the Oscars had retained Andrea Riseborough.
Nor had any expert included it in their predictions.
Read alsoAn unexpected nomination throws trouble at the Academy of Oscars
Directed by Michael Morris, the feature film
To Leslie
follows an alcoholic mother filled with remorse after having squandered her fortune won at the lottery.
The film had its premiere at the Texas SXSW festival.
Andrea Riseborough's performance was greatly applauded.
Acquired by small distributor Momentum Pictures, the drama had only a few days of theatrical release (necessary to be eligible for the Oscars and other awards on the circuit).
The receipts are anecdotal: 27,000 dollars.
The age-old address book strategy
Not having the resources to mount a traditional campaign, on an idea of the wife of Michael Morris, the actress Mary McCormack, Andrea Riseborough and her publicists decided to follow the ancestral method of the address book.
They specifically targeted the 1,300 members of the Academy's acting branch.
They are the ones who decide on nominations in the interpretation categories via a preferential ballot.
To grab one of the five slots available, you have to be present and high placed on around 200 ballots.
The former partners of Andrea Riseborough responded present and mobilized their influential friends.
Charlize Theron, Jennifer Aniston, Courteney Cox, Minnie Driver, Gwyneth Paltrow, Amy Adams and Kate Winslet organized screenings and debates – in person and by videoconference – for the actress.
Kate Winslet said:
"Andrea gives the greatest female performance on screen that I have ever seen in my life"
.
In addition, Susan Sarandon, Helen Hunt, Zooey Deschanel, Mira Sorvino, Constance Zimmer, Rosie O'Donnell, Alan Cumming and Edward Norton posted messages of support on social networks.
Very often a copy-paste of the same text inviting to vote for the British.
Comedian Frances Fisher (
Titanic
) posted the most problematic post which she later deleted in which she suggested that Andrea Riseborough's contestants, African-American actresses Viola Davis (
The Woman King)
and Danielle Deadwyler (
Till
) had filled up the votes.
However, they were ultimately not named.
The shadow of the “Oscarssowhite” controversy
This is where the bottom hurts.
The Oscars have not yet made us forget the "Oscarssowhite" controversy when no talent from diversity had been retained in the interpretation sections in 2015 and 2016. For several experts, Andrea Riseborough was able to play her networks because it is a well-established white actress.
Such a tactic couldn't have garnered so many big names for a minority debutante.
Like Danielle Deadwyler.
In addition, the Oscars prohibit advertisements encouraging people to vote for a comedian while naming and belittling their rivals.
The Academy also strictly regulates the number of times in the week when its members can be solicited.
By contacting everyone individually with the same standard message, had Andrea Riseborough broken the rules?
Hypocritical caution of the Academy
Effective campaign or cheat?
After investigation, the Academy spared the goat and the cabbage.
Aware that the studios are not very careful about the regulations when it comes to defending their films and soliciting votes.
How to punish Andrea Riseborough who, with a minimalist budget, acted exactly like Netflix, Disney or Warner who spend millions?
"
The activity in question has not reached a level requiring the cancellation of the nomination of the film"
, justified the Academy of the Oscars.
“However, we have uncovered campaign tactics on social media that have raised concerns.
These tactics are discussed directly with the responsible parties,”
the institution explained.
According to the Academy, "elements of the rules need to be clarified to help create a better framework for respectful, inclusive and impartial campaigning."
But no changes are expected until the end of the next Academy Awards, which will take place on March 12.
Not sure that Andrea Riseborough emerges unscathed from her appointment against all odds.
Of the five nominated, she is the most marginal candidate.
Some agree that the statuette is played between Michelle Yeoh, lost in the alternate realities of
Everything Everywhere All At Once
, and Cate Blanchett,
terrifying bandleader in Tar
.
The Australian actress had also paid tribute to the performance of Andrea Risebortough by receiving her Critics Choice Award.